Shortlisting processes for micro-influencers and macro-influencers differ due to their different follower counts, engagement rates, and types of audiences they can reach.

1. Volume and Niche: When considering micro-influencers, you may need to engage a larger volume to reach the same number of people as one macro-influencer. However, micro-influencers often deliver higher engagement rates and can engage niche markets more effectively.

2. Authenticity: Micro-influencers are often seen as more authentic and relatable, leading to higher audience trust. These attributes should be prioritized when shortlisting.

3. Cost: Macro-influencers often come with a higher price tag. Budget constraints may require shortlisting more cost-effective micro-influencers.

4. Aspirational Value: Macro-influencers can give a brand more aspirational value. They usually have a wider reach and are often perceived as celebrities by their followers.

In practice, influencer marketing platforms like Flinque provide brands with detailed analytics to assist in these shortlisting processes, including data about influencers’ audience demographics, engagement rates, and more. Other platforms, such as Upfluence and Traackr, offer similar features which can aid in comparing and shortlisting both micro and macro influencers. It’s critical to remember that different businesses have unique needs, so choosing the right approach and platform depends on your specific objectives.